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GoldieBlox unveils new action figure for girls

Girls just got a new action figure.Instead of a pair of body-disproportionate breasts, heels and a Dream House, "Goldie" comes with a hammer, a pair of red 'Chucks', and a 45-foot zipline.Call it the "anti-Barbie."Unveiled in a new online ad Wednesday just in time for the holiday shopping season, the toy is the latest effort from GoldieBlox, a toy company that wants to "disrupt the pink aisle," ac
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Girls just got a new action figure.

Instead of a pair of body-disproportionate breasts, heels and a Dream House, "Goldie" comes with a hammer, a pair of red 'Chucks', and a 45-foot zipline.

Call it the "anti-Barbie."

Unveiled in a new online ad Wednesday just in time for the holiday shopping season, the toy is the latest effort from GoldieBlox, a toy company that wants to "disrupt the pink aisle," according to CEO Debbie Sterling, with toys that foster young girls' interest in math, science and engineering. It will be available at Toys R' Us, independent toy stores and Amazon.

GoldieBlox became an internet sensation after a successful fundraising campaign on Kickstarter and shot to national prominence after it won a SuperBowl ad spot in a small business contest.

With the company's new toy, kids can snap together the zipline trolley and learn how pulleys work.

Sporting purple overalls, untamed blonde tresses and a determined sideways grin, it doesn't look like Goldie will be trading boyfriend tips with Skipper and the gang anytime soon. 

For Sterling, that's the point.

"Barbie's all about fashion," said Sterling. "Goldie's an engineer."

Goldie's joints bend. Her hands grip. Like many boy's action figures and unlike Barbie and most dolls for girls, Goldie has cavities in her feet so she can stand on and interact with other toys.

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"She's not perfect. She's not a genius. She's not a beauty queen. She's really curious and she's messy and she's willing to take risks," said Sterling.

The counter-cultural sentiment carries through to the online new ad. With nods to Apple's iconic "1984" commercial, a domineering woman's head on a TV screen intones commands as an army of young girls in the same pink dress make their way dutifully through a doll factory to pick up identically stamped pink dolls. 

Then one girl, a live action version of the Goldie doll, breaks through the pink line and smashes the TV screen with her hammer. Later the machine comes out with a new toy: her. 

In the background plays the song "Help I'm Alive" by the Metric.

The company's previous ads have gone viral. One featured lyrics from a Beastie Boys song ad "Girls." The group, so against commercialization that one of late its members put it into his dying will that no song of his be ever used in a commercial, had its lawyers ask GoldieBlox why their work was being used in the ad. GoldieBlox sued the Beastie Boys to make them say the song was fair use and Beastie Boys countersued. Later, the two later settled.

This time around, things are different. GoldieBlox said it secured rights to the Metric song. Emily Haines, Metric's lead singer, also provides the voice of Goldie in the GoldieBlox app.

Email ben.popken@nbcuni.com or tweet @bpopken.